Sprinklr is the largest independent end-to-end Social Relationship Platform. Over the past six months, TBG has consulted on the development of Sprinklr's paid media and analytics module. This strategic relationship enables both companies to offer clients the world's first fully integrated and automated owned, earned and paid media solution for large enterprises.

Early users of the Sprinklr paid module and its automation capabilities have reported a 25% increase in ad performance due to improved efficiencies. TBG can now offer direct response marketers the opportunity to deliver results and improved ROI via the Sprinklr platform.

Simon Wardropper, Head of Direct Response at TBG, commented: "Introducing an integrated and automated paid media module to the market when mobile app installs are taking off on Twitter should be a welcome solution for brands."

The Sprinklr platform will be one of the first to offer Twitter's mobile app install ads, which allow Twitter users to install mobile apps directly from the Twitter timeline. The placement is based on Twitter Cards, which allow users to experience rich content such as images and videos in their Twitter feeds. The app install ads minimise the user journey, taking users directly to the Apple App Store or Google Play Store via a download button.

Globally, games make up 40% of all app store downloads and account for75% of revenue. The global mobile games market is expected to double from $12.2 billion in 2013 to $23.9 billion by 2016. In a crowded market, app install ads are essential to targeting users and driving downloads.

The bottom line: app install ads drive revenue, particularly for the freemium mobile games market, where an initial download unlocks future in-game purchases. App install ads are currently estimated to make up 30-50% of the mobile ad market, excluding search. Based on eMarketer projections, total spend on app install ads is expected to grow from $3 billion in 2014 to more than $11 billion by 2017.